World Qtiyapa Day: How TVF's content IP created an organic reach of 20mn

Brand Profile

The Viral Fever, popularly known as TVF, is an online entertainment brand. It produces and releases web-series and digital content on the app TVF Play, and YouTube. and are the  creators behind acclaimed shows such as Permanent Roommates, Pitchers, Tripling and a host of comedy sketches, often with brand integrations.

Summary

On 21^st February each year, TVF celebrates World Qtiyapa Day on social media to mark its brand anniversary. The objective this year was to drive reach and engagement on World Qtiyapa Day around the brand’s messaging, Sab Qtiyapa Hai.

The World Qtiyapa Day campaign around Sab Qtiyapa Hai was conceived to generate laughter and humour in an absurd world that seems to get worse every day. This was the ideal platform to further TVF’s authentic story-telling brand and engage the audience in a day-long series of activities. The campaign duration was 19^th to 21^st of February, 2018.

As a part of Sab Qtiyapa Hai, TVF engaged fans through many legs of digital activities as follows:

a. TVF created 2 pieces of original content released on social media platforms for new fans to discover “Qtiyapa”

b) Radio interviews and RJ mentions on Radio City to spread the message of Qtiyapa around the country for Sab Qtiyapa Hai

c) Deep engagement content like character puzzles and quizzes to delight long-time fans for their loyalty

d) Special LIVE web-casts with a music performance from Vaibhav Bundhoo & Shibani Kashyap

e) Real-time organic social media engagement with fans, celebrities and brands through micro-content.

f) Meme-making – tapping into the millennial passion for memes for virality

g) Specially designed merchandize with Wear Your Opinion

Problem Statement

As part of the World Qtiyapa Day celebrations, The Viral Fever tied up with Swachh Survekshan to bring an element of social benefit. Swacch Survekshan, the survey arm of Swachh Bharat, wanted to drive the donation of dust-bins to the cause of cleanliness.

Also Read: TVF launches TVF Machi to release their content in regional languages

Brief

Linking the social benefit of #DonateABin to World Qtiyapa Day – merging the serious and the funny to bring about real change in the way we live. The Viral Fever wanted to bring attention to this cause without making a preachy statement.

Creative Idea

5 MEMES = 1 DUSTBIN. TVF encouraged fans to create memes based on formats. For every 5 memes that the audiences make using the templates that TVF provided, TVF will #DonateABin to the cause of Swachh Bharat.

Meme competition on Twitter and Instagram with #MayMayYahinBanayenge

Challenges

Memes are a natural by-product of the grammar of the internet and are notoriously difficult to engineer. TVF would have to tap deep into millennial sensibilities to craft the memes to ensure high participation. The risks of meme failure is one of the reasons why many brands refrain from using what is the lingua franca of the internet.

Execution

TVF merged hit meme formats, with TVF characters, creating new, improved, more relevant memes. TVF created 5 meme formats using popular characters from shows such as Permanent Roommates, Bachelors, and Rowdies. The templates were posted with some funny sample meme-sets – and soon these were being modified with new ideas!

A new template was posted every 4 hours using Facebook, Twitter, Instagram albums, and Facebook & Instagram stories. The engagement was amplified by retweeting the best made memes and engaging in comments with notable contributions.

Results

Over 3000 memes were created in little more than 24 hours on Twitter, Instagram, Facebook and Instagram stories. The organic reach of the campaign was over 5 million young meme-loving Indians – who all contributed in helping donate dust-bins to the cause of Swachh Bharat with just their wit and humour.

The Viral Fever’s campaign for World Qtiyapa Day organically reached over 20mn people in 3 days, generating over 30mn impressions, and 6.5 million views on social media platforms.

The campaign drew organic participation from entertainers and influencers like including Vijender Singh, Raftaar, Bhuvan Bam, Zakir Khan, Sumeet Vyas & Nidhi Singh, Biswapati Sarkar, Amol Parashar, Prajakta Koli, SapanVerma, and brands – Flipkart, Ola, Kingfisher, BigRock, SaReGaMa, Gulf Oil and more – turning brands into influencers for the campaign.

Brand Vision

“Everybody loves memes. We took something that youth loves to create for fun and linked it with a socially relevant objective. Memes are a powerful form of conveying ideas and emotions if done right, and I’m delighted with how we were able to weave together different activities and concepts to drive organic engagement. Brands should be collaborators and enablers for their fans – this is what we tried to do with World Qtiyapa Day by evoking different emotions – from nostalgia to discovery and a community feeling. This is the power of engaging creatively with your audience in a language they understand.” Vineet Kanabar, Marketing Director, TVF Network.